A contemporary parent education programme on infant and young child - - PowerPoint PPT Presentation

Tee ES, Tan SY and Fatimah S Expert Committee, MyNutriBaby Programme

A contemporary parent education programme on infant and young child nutrition

Key Points

• Good nutrition is especially essential during the first two years of

life.

• Suboptimal feeding practices may contribute to:
• malnutrition
• associated risks of poor growth
• impaired development
• increased susceptibility to infections, and
• a predisposition to certain chronic diseases in later life
• Malaysian Dietary Guidelines for Children & Adolescents (2013)

recommends that infants be exclusively breastfed for the first 6 months of life and continued breastfeeding up to 2 years

• Complementary foods should be introduced at the age of 6

months

2

Current Status

• According to the Third National Health and Morbidity Survey (NHMS

III) the overall prevalence of ever breastfed among children aged less than 12 months increased from 88% in 1996 to 95% in 2006

• The Putrajaya State Health Department reported prevalence of

exclusive breastfeeding below 6 months increased from 21% in 2010 to 43% in 2013.

• For complementary feeding, only 41.5% infants received timely

complementary feeding (between ages 6 to 10 months)

• At present published data on food intake of children 3 to 6 years are

lacking, however a recent study indicate only 26% and 32% of preschoolers consumed fruits and vegetables only twice a week, with 12% not eating vegetables at all.1

1Mohd Nasir MT et al. (2012). Child feeding practices, food habits, anthropometric indicators and cognitive performance

among preschoolers in Peninsular Malaysia. iAppetite 58:525-530

3

Challenges in Breastfeeding

• Perception that mothers may not provide adequate

amount of milk

• Father’s attitude towards breastfeeding
• Perception that a working mother is unable to continue

to exclusive breastfeed

• Poor support at work place

Common challenges

• Improper latching
• Common breastfeeding problems such as

breast engorgement, sore nipples etc.

Physiological challenges

• Non-supportive family members
• Lack of emotional support from husbands
• Too much housework

Other challenges

4

Challenges in Complementary Feeding

• Early introduction to complementary food

as early as 2 months of age

Common Challenges

• Early introduction to complementary food

shortens duration of breastfeeding and interferes with uptake of important nutrients found in breast milk, such as iron and zinc.

Physiological Challenges

• Lack of knowledge
• Myths and wrong perception on types of

foods, when to start complementary foods, etc.

Other Challenges

5

Challenges in Table Foods

• Meeting energy and nutrients requirement
• Children may take longer time to eat foods
• f inappropriate texture
• Inappropriate feeding style of caregivers

Common Challenges

6

The Mission

• Aimed at supporting parents by providing practical advice and information
• n all aspects of infant and child nutrition
• NSM in collaboration with the following partners launched the

programme:

Partners Corporate supporter

7

Educational Objectives

• To educate mothers on preparing to breastfeed with confidence
• To provide mothers with guidance & practical advice on how to

practice good complementary feeding (how, what & when to feed baby)

• To educate mothers on appropriate feeding behaviour

management to set the foundation for lifetime of healthy eating

8

Mother’s Smart Choice

(2011-2014)

Launch ceremonies with media publicity (2011 & 2012) Parents Talks At Baby Expos Educational Videos Nurse Talks At Private Hospitals Press Advertorials

9

Parent Booklets Series

Going Digital with MNB (2015)

10

• From mid-2014, Mother’s Smart Choice was rebranded as

MyNutriBaby (MNB) following the release of the Malaysian Dietary Guidelines for Children and Adolescents (MDGCA) in 2013

• Same professional and corporate partners

www.mynutribaby.org.my

• An online guide to infant and

young children nutrition

• Tailored to new mothers
• Covers 3 main topics:

 Breastfeeding  Complementary feeding  Table foods

• Supported by:

 Videos  Downloadable aids  Recipes

• Articles available in both English

and Bahasa Malaysia

• To date, achieved more than

70,000 page views

11

Preparing for breastfeeding

• Targeting pregnant moms
• Packed with practical tips and expert advice for mothers on how to

breastfeed right

• Presents an upbeat, contemporary approach to breastfeeding in a helpful

manner

12

Articles, Videos & Downloadable Aids

13

Preparing for complementary feeding

• Aimed at

 correcting working mothers’ perception on how complementary feeding is time consuming  helping mothers nurture baby’s eating skills by giving the right types of food at the right time

14

Articles, Videos, Downloadable Aids & Recipes

15

Preparing for table foods

• Offers

 An introduction to table foods and set foundation for a lifetime of healthy eating  Fun mealtime tips to help busy parents prepare nutritious meals and dine as a family

16

Articles, Videos, Downloadable Aids & Recipes

17

MNB Facebook

• Facebook : www.facebook.com/MyNutriBaby
• Page likes: > 10,000
• Posts reached out to 3 million people in 2015

18

World Breastfeeding Week 2014

• MNB launched an educational video and a community contest to

promote support for breastfeeding mothers

• Reached out to > 550,000 people from MNB Facebook page

19

World Breastfeeding Week 2015

• Theme: “Breastfeeding & Work: Let’s Make it Work!”
• Activities:

1. Social experiment video 2. Working mummies’ wishes poll 3. Press articles 4. Post-campaign TV interview

20

• 1. Social Experiment Video

21

Play Video

• 1. Social Experiment Video

22

ENGLISH BM

• 1. Social Experiment Video - Comments

23

• 1. Social Experiment Video - Comments

24

15.1% 18.3% 21.5% 21.9% 12.8% 10.5% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% Less than 1 month 1-3 months 4-6 months Up to 1 year Up to 2 yearsMore than 2 years

Duration of breastfeeding after returning to work N=219

• 2. Working mummies’ wishes poll

(Total entries = 755)

25

23.7% 43.4% 9.6% 12.3% 8.2% 2.7% 8% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%

The facilities and environment at work were not conducive for expressing milk My milk supply had reduced My baby stopped wanting breast milk I could not cope with all my responsibilities I became pregnant I was discouraged by family members Others

Main reason for stopping breastfeeding N=219

• 2. Working mummies’ wishes poll

26

37.1% 54.4% 40.2% 32.2% 27.4% 60.7% 14.8% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%

Clean and private space to express milk Fridge to store milk Clean and safe water source and sink Breaks to express milk Flexible working hours Support and understanding from bosses and colleagues None of the above

Existing workplace facilities and support N=676

• 3. Press Articles – BM Media

27

Utusan Malaysia (Print & Online) Berita Harian Harian Metro

• 3. Press Articles – English Media

28

The Sun Daily New Straits Times Her World magazine

• 3. Press Articles – Chinese Media

29

Oritental Daily News (Print & Online)

• 4. Post-campaign TV interview

Bernama TV interview

• Date: October 7, 2015

(Wednesday)

• Time: 12.00pm – 1.00pm
• Highlights:
• About MNB programme &

showcasing the website

• Discuss about issues related

to BF and work

• Discussion of the results from

poll

30

Educational Materials for Parents

• MNB is also promoted through

leaflet drops at gynaecology and paediatrics clinics, hospital initiatives and nurse talks

• Promotional materials

includes:

• MNB promotional leaflet
• Food dial
• Distributed to over 100 private

and government clinics

31

Educational Materials for Parents

32

Orders from the Malaysian Paediatric Association (MPA) Congress 2015

• Received more than 50 orders

from both private and government hospitals/clinics from different states including Sabah and Sarawak.

Hospital Initiatives – MNB Day

• Conducted a total of 5 MNB Days at

following hospitals:

1. Columbia Asia Puchong Hospital 2. Sunway Medical Centre 3. Subang Jaya Medical Centre 4. Gleneagles Kuala Lumpur Hospital 5. Pantai Medical Centre Kuala Lumpur

• Session 1: Breastfeed with

Confidence

• Baby Steps to Successful

Breastfeeding talk

• Lactation Diet Cooking Demo
• Session 2: Baby’s First Bites
• Baby’s First Bites talk
• Yummylicious Foods for Baby

Cooking Demo

33

Session 1: Breastfeed with Confidence

34

Baby Steps to Successful Breastfeeding Talk by Pn Fatimah Salim Lactation Diet Cooking Demo by Chef Marina Mustafa

Session 2: Baby’s First Bites

35

Baby’s First Bites Talk by Dr Tan Sue Yee Yummy Recipes for Baby Cooking Demo by Chef Marina Mustafa

Cooking Workshop @ Sunway Medical Centre

36

Conclusion

• MNB has demonstrated a promising potential in terms of

combining digital media and on-ground activities to increase parental awareness of appropriate infant and young child feeding practices

• Parents who participated in the MyNutriBaby activities have

demonstrated great interest and increased learnings which should contribute towards improved infant and young child feeding

• The Nutrition Society of Malaysia is committed to continue

to contribute towards these areas of early life nutrition promotion and is not aimed at promoting any commercial product

• We are happy to share the educational materials developed

to all who wish to use them to utilise them for educational purposes

37

END

38